Nearly every customer completes some portion of their vehicle purchasing research online. As a result, GM shopping sites are an integral part of the purchase process– providing consumers valuable information, and dealers valuable leads. In order to continue to innovate that experience, as well as to make it easier to manage, change and more efficient, GM has undertaken a massive project with MRM to consolidate and standardize their global websites to one CMS platform. GM is very proud of this massive undertaking. Achieving success on a project of this scope will require: a multi-year commitment to build and maintain require heads down commitment and hard work need a laser focus on delivery and program management and as a result risk taking eyes off of the ball of long term, ongoing innovation

In light of these trends and circumstances, it is no surprise that General Motors felt compelled to focus on innovation. GM has always and continues to have very strong focus on product innovation, but they wanted to make sure that they continue to innovate in the arena where consumers learn about, shop and buy their vehicles. While much of the world has changed – the retail car buying environment has not changed much.

4.
HOW DO WE DEFINE “INNOVATION”?<br />Comprehend and combine data, information & research to discover the heart of consumer and market behavior then identify the real opportunity for our platforms and brands. <br />Insights<br />Data & Analytics<br /><ul><li>Behavior data

20.
#2 : OWNING A SMARTPHONE CHANGES WHAT PEOPLE DO<br /> Nearly all smartphone owners have done at least one of these actions, while over 50% of feature phone users have not performed any actions.<br />Source: Forrester Q2 2010<br />

29.
TAKING IT WITH ME WHEREVER<br />Seamless Experiences<br />The internet is breaking down barriers<br />New personal portable devices are creating new expectations<br />Friends and like-minded individuals are connecting with each other everywhere<br />Information needs to flowing seamlessly between sites, platforms, and devices<br />DESIGNING FOR THE DIGITAL NOMAD<br />MAKING THE REAL WORLD RICHER<br />Worlds Collide<br /><ul><li>Lines between the physical and virtual worlds are blurring

67.
CONSUMERS WANT IT NOW<br />Power of Now<br />Instant gratification<br />Always on access<br />Information when and where I want it<br />Instant response via SMS, email, chat, etc.<br />Living in the moment <br />Social serendipity, we “just happen” to be in the same area at the same time<br />RUNNING ON CONSUMER TIME<br />CONSUMERS WANT IT LATER<br />Attention Management<br /><ul><li>Overscheduled lives

72.
The “back channel” conversation</li></ul>THE MULTITASKING MASSES<br />Three out of four Americans multi-task with TV and Internet. One-half of multi-taskers do this daily.<br />NIELSEN – YAHOO! STUDY, 2010<br />MY DEVICE FOR “NOW”<br />54% of automotive shoppers did mobile research while in line, waiting for an appointment, or driving to the dealership.<br />GOOGLE “THINK AUTO”, 2010<br />

99.
How do we make the flow easy to postpone and come back to?</li></ul>Instant response also puts a lot of pressure on creating “people” strategy, rather than a content strategy, but for many companies… they can’t man the demand. How to solve?Implement technology that helps bring real-time answers to people’s pressing questions.<br />RUNNING ON CONSUMER TIME<br />

101.
WHAT YOU CAN DO FOR ME<br />Concierge Culture<br />Too much information, too much choice<br />No time or energy to evaluate the options<br />Brands become trusted tastemakers<br />Curate the information and provide the content in intuitive ways<br />Empower me through useful tools <br />Save my time and simplify my life<br />BEING A FULL SERVICE BRAND<br />WHAT I WANT, WHAT I NEED<br />Know Me<br /><ul><li>Too much information, too much choice

107.
Burden of privacy and security</li></ul>THE VALUE OF A WARM WELCOME<br />Consumers are more likely to return to (55%) and buy from (48%) a site that automatically recognizes them.JANRAIN RESEARCH, 2011<br />GIVING CONSUMERS BACK THEIR TIME<br />79% of consumers are looking for waysto simplify their lives, whether it be decluttering or finding more quality time. YANKELOVICH STUDY, 2008<br />

127.
Online expert available for follow-up, feedback, and fitting advice

128.
Pay only for what you keep</li></ul>BEING A FULL SERVICE BRAND<br />

129.
EVERY UX DESIGNER AND CONTENT STRATEGIST NEEDS TO ASK:<br /><ul><li>How do we create a common design language, while retaining the trusted brand image of the third party content sources?

130.
How do we chunk information into easy to digest, easy to skim, categorized bits?

131.
How do we build consumer trust around use of their personal information? Through clear directions, logic, reasoning, disclosures, etc.

132.
When do we give consumers an “out”? How do we give them different levels to which to engage?

133.
How do we make “personalized” sections of site seamless, focused, natural, and not an after thought… and have enough unique content to support a truly personal experience?</li></ul>BEING A FULL SERVICE BRAND<br />

134.
THE WORLD IS CHANGING. THE WORLD HAS CHANGED.HOW DO WE DESIGN FOR TOMORROW?<br />

135.
IT’S NOT ABOUT MORE SCREENS<br />Every “screen” is attached to a device that does something different. That I use for a different purpose in my life, and often I am using them at the same time.<br />IT’S NOT ABOUT MORE ACCESS<br />It’s about finding the answers I need at the moment I need it, and postponing my consumption if I don’t have the time. It’s about experiences that operate on my schedule.<br />IT’S NOT ABOUT MORE CONTENT<br />It’s about the right content tailored to who I am, what I like, and the choices I have to make. It’s about making it easier for me by doing the heavy lifting for me.<br />PUTTING MORE STUFF ON MORE SCREENS… ONLY FASTER!!!<br />

136.
IT’S ABOUT CREATING TOOLS THAT SPEAK THEIR POWER<br />USE ME WHEN YOU WANT SOME QUICK VALIDATION<br />USE ME TO MAKE SURE YOU AREN’T FORGETTING SOMETHING<br />USE ME WHEN YOU ARE BORED AND WANT TO EXPLORE FOR A WHILE<br />